Crafting a Contemporary Dining Experience
Developing a visual identity and communication system that connected gastronomy, retail and lifestyle into a distinctive hospitality brand.
CLIENT
Tappo Bar
COUNTRY
Croatia
YEAR
2017
SERVICES
Brand Identity · Visual System · Art Direction · Print Design · Social Media
Tappo was conceived as more than a restaurant. Positioned at the intersection of gastronomy, social experience and lifestyle culture, the venue combined quality food, carefully selected drinks, boutique retail products and a contemporary hospitality experience under a single brand. The challenge was to create a visual identity capable of unifying these diverse elements while maintaining a clear and recognisable character across every customer touchpoint.
The project began with the development of a strategic visual framework designed to communicate the brand’s unique positioning. Rather than focusing solely on food or restaurant culture, the identity needed to represent a broader concept built around quality, authenticity and experience. The goal was to create a system that felt approachable and contemporary while reflecting the premium nature of the offer.
At the core of the identity was a structured visual language built around typography, illustration and carefully balanced composition. A restrained colour palette combined with hand-drawn food and beverage illustrations created a recognisable aesthetic that communicated craftsmanship and attention to detail. These illustrations became an important part of the system, providing visual storytelling throughout menus, packaging, promotional materials and digital communication while reinforcing the brand’s personality.
A significant aspect of the project was the development of a flexible identity system capable of supporting multiple business segments within the same brand environment. The visual language was designed to accommodate various categories including Grill & Fine Drinks, Enoteca, Boutique Shop, Olive Oil and Breakfast & Brunch offers. Rather than treating each category as a separate
entity, the design established a unified framework that allowed them to coexist under a single recognisable brand structure. This approach strengthened consistency while enabling flexibility across different applications. Particular attention was given to printed communication materials. Menus, promotional leaflets, takeaway packaging and branded collateral were developed as extensions of the identity system rather than standalone design pieces. Every element followed the same visual principles, ensuring a cohesive customer experience from the first point of contact through to the dining
experience itself. The result was a communication system that felt deliberate, organised and immediately recognisable.
The project also extended into social media and digital communication. A visual framework was developed for online platforms, allowing the brand to maintain consistency across social channels while showcasing food, atmosphere and events in a way that aligned with the overall identity. By establishing clear visual guidelines, digital content became a natural continuation of the brand experience rather than a disconnected marketing tool. Beyond graphic communication, the identity contributed to the atmosphere of the venue itself. The industrial interior, exposed brick walls, carefully selected
materials and curated product displays created a setting that reflected the values expressed through the visual system. Branding elements integrated naturally into the environment, supporting the overall customer experience without overwhelming the space. This relationship between physical and visual identity helped create a stronger sense of place and reinforced the character of the brand.
A key objective throughout the project was longevity. Instead of relying on short-lived hospitality trends, the focus was placed on creating a timeless system capable of adapting to future growth and changing communication needs. The identity was designed to remain relevant across seasonal campaigns, new product categories and evolving customer expectations while preserving a consistent and recognisable presence.
Developed in 2017 for Tappo Bar in Croatia, the project established a coherent visual language that supported both business objectives and customer experience. Through a combination of strategic thinking, visual consistency and attention to detail, the identity provided a foundation capable of connecting hospitality, retail and lifestyle into a unified brand experience. The resulting system allowed Tappo to communicate clearly across multiple channels while maintaining a strong visual presence rooted in quality, authenticity and contemporary design. More than a collection of graphic elements, the project became a framework for storytelling, helping shape how customers experienced and interacted with the brand. By combining clarity, consistency and flexibility, the identity supported the long-term development of the business while strengthening its position within the local hospitality landscape.
